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The two sides of brand equity and the impact of brand extensions

Stegemann, Nicole - University of Western Sydney; University of Western Sydney; … - 2004

With developments such as an increase in competition, busier and more sophisticated consumers, companies attempt to achieve a competitive advantage through increased brand equity of their product offerings. Increased brand equity often translates into increased brand loyalty, which in turn means...

Persistent link: https://www.econbiz.de/10009482234

Your Ad Here: The Cool Sell of Guerrilla Marketing

Serazio, Michael - 2010

century, as the traditional advertising model evolves thanks to changes in technology, markets, commercial clutter, and … in favor of heterarchical collaboration. It is, in short, advertising that tries not to seem like advertising. By … cultural logic at work, I identify and analyze common themes of power and practice that animate otherwise disparate advertising …

Persistent link: https://www.econbiz.de/10009438892

IMPROVING CONTENT MARKETING PROCESSES WITH THE APPROACHES BY ARTIFICIAL INTELLIGENCE

Kose, Utku; Sert, Selcuk - 2017

Content marketing is today’s one of the most remarkable approaches in the context of marketing processes of companies. Value of this kind of marketing has improved in time, thanks to the latest developments regarding to computer and communication technologies. Nowadays, especially social media...

Persistent link: https://www.econbiz.de/10011617963

The Impact of Female Empowerment in Advertising (Femvertising)

Drake, Victoria Elizabeth - 2017

In recent years, there has been an influx of marketing campaigns that feature female empowerment messaging (“Femvertising”), such as Dove’s “Real Beauty” campaign. While these advertisements are commonly discussed in the media, there is little research evaluating the effectiveness of...

Persistent link: https://www.econbiz.de/10011720478

GUERILLA MARKETING FEATURES

Išoraitė, Margarita - 2018

businesses that do not want to spend a lot of cost on advertising, they are rapidly starting to connect and well-known, large …

Persistent link: https://www.econbiz.de/10011788799

Photography as a key element in tracking message to targeted customer groups

Bytyçi, Shaip Vehbi - 2019

Photography is an integral part of our daily life. Every day, among other things, we pass on numerous commercials that contain proper visualizations as part of different objectives. In marketing practice this requires the right design options. When it comes to the question of how information...

Persistent link: https://www.econbiz.de/10011971409

Danone Branding Strategy in China

Melewar, T C; Badal, E; Small, J - 2005

This paper analyses the branding strategy of a leading French food producer in the fast growing Chinese market. The company, Danone Group (DG), has long been operating internationally with success. However, like several multinational enterprises, its initial entry into China was a failure....

Persistent link: https://www.econbiz.de/10009465504

Casino customers in Asian versus Western gaming jurisdictions: Implications for Western casino operators

Kale, Sudhir H.; Spence, Mark T. - 2009

Purpose – Most of the growth in casino expansion for the foreseeable future will take place in Asia. Western casino operators appreciate the immense opportunities afforded by the Asian markets, but judging by their performance abroad some have not adapted in ways necessary to survive and...

Persistent link: https://www.econbiz.de/10009441736

Best value, partnerships and relationship marketing in local government

Rees, Patricia L.; Gardner, Hanne - 2003

Full-text of this article is not available in this e-prints serivce. This article was originally published following peer-review in the International Journal of Nonprofit and Voluntary Sector Marketing, published by and copyright John Wiley & Sons Ltd.

Persistent link: https://www.econbiz.de/10009455012

The use of mobile phones by Generation Y students at two universities in the city of Johannesburg

Koutras, Eleni - 2006

The main purpose of this study was to examine the use of mobile phones by Generation Y students in the city of Johannesburg in order to increase understanding of this segment's consumer behaviour. Generation Y is an important market segment in that it is making more independent purchase-related...

Persistent link: https://www.econbiz.de/10009457750